Bringing Boomers charitable ways into the next generation

Every generation makes its own mark on the world. For Boomers (born between 1946 and 1964), it’s come in the form of population growth, sprawling cities, and a collective social activism that reshaped the world. 

So it’s no surprise that, given the average Boomer’s philanthropic mindset, this generation accounts for the majority of Australia’s bequests. With an impressive 6% choosing to leave a charitable gift in their Will when they pass. 

But as a nation, could we be doing more? And do we understand the impact such a gift could make?

Here at Include a Charity, we aim to encourage Boomers (and beyond) to keep this spirit and legacy alive – and what better way than by leaving a gift in your Will. 

When it comes to wealth, Boomers are still leading the way 

Baby Boomers are a generation led by impact – and inspired by outcome. 

Born into a world with massive social injustices, like gender and race inequality, they were brave enough to face them head on. Demanding social change, and leading the way for future conversations – and global change. 

Equality, respect, and love for all were strong messages of the 60’s and 70’s. But the Boomers’ aspirations weren’t hope-filled, fancy-free pipe dreams. 

Boomers were far more educated than their predecessors. And they weren’t afraid to roll their sleeves up and put in a hard day’s work. 

This combination of smarts and industriousness – along with the leaps and bounds of our national economy – is why Boomers still hold almost half of Australia’s wealth. 

Boomers are loyal and informed givers

The last decade has seen a shift in the way people give. Many have moved from monthly donations – to one-off donations when they come across a cause strikes a chord. 

Younger generations are preferring this approach of giving where and when needed, rather than a consistent donation to the same charity. 

Boomers, however, haven’t jumped behind this trend. They still prefer to give via regular monthly or annual donations – and stay loyal to their chosen organisations. 

When you look at Boomers’ habits, this makes sense.

Boomers prefer to take their time to understand where their dollar is spent. This requires often in-depth research – assessing a charity’s annual reports to crunch the numbers.

All this time, effort and investment means that when they find a cause they both trust and support, they’re much more likely to stay put. They’re regular givers – not reactive ones.

Conversely, Millennials, Gen X and Z, are less inclined to look into the inner workings of one specific charity, and more likely to socially advocate for an overall cause. 

How all Aussies feel about giving 

Australia is a giving nation. Many of us see charities as an essential part of our social fabric. 

And with four out of five (82%) Australians having donated at one point or another, not-for-profits are a vital gateway to help us fulfil our altruistic desires. 

At times, of course, there have been doubts around the validity of charities’ processes – with some potential givers concerned by how much of their donations actually get to where they’re needed. 

But with recent reforms in the sector – including the creation of the government run Charity Register – transparency and trust is growing once again.  

The giving trends across the ages 

When it comes to choosing charities, do all generations favour the same causes?

In general, the answer is no. 

According to national social researcher agency McCrindle, 46% of Boomers choose to support medical and cancer research – typically due to their own health experiences, or those of someone close to them. 

Meanwhile, Millennials and Gen Z’s tend to focus their funds on environmental causes – generally choosing to back wildlife and animal welfare not-for-profits. 

One common thread among all Aussies, though? That our passionate protective spirit runs strong. 

Children’s charities receive strong support, with around 40% of our national donors – regardless of their age – supporting this cause. 

And disaster relief remains one of the highest-supported areas for our national not-for-profits. With over 54% of Australian donors seeking to contribute towards such causes, disaster relief sits in the top two for all generational groups.  

Which shows that, no matter what’s going on around the globe – or behind closed doors – we Aussies truly value supporting thy neighbour. 

The Boomers who bequest 

Charities are a vital pathway for our altruistic nature as a nation – and Boomers are a key contributor for these not-for-profits.

And that continued giving doesn’t have to end with our time on earth. 

The McCrindle report found that over 50% of Aussies love the idea of leaving a gift to a charitable organisation in their Will. Yet only 13% follow through. 

So our hope today, is for the Boomers – and beyond – to consider the positive impact a bequest will have on the world around them. And your lasting legacy for the human race. 

Want to learn more about leaving your mark on the world?

Include a Charity is a social change campaign of the Fundraising Institute of Australia. We collaborate with a variety of amazing charities sure to spark action in your inner philanthropist.

Together, let’s change charitable giving forever by making gifts in Wills the Australian norm. 

Explore how you can create your legacy with Include a Charity – today.